Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans. It provides small business owners with the ability to reach more customers, which in turn can result in increased sales. Most business owners today use email marketing campaigns to promote all sorts of services and products.
Here I am going to tell you about one best email marketing campaign or email type, which every smart marketer is looking for promoting their product and services.
Lead Nurturing Email Campaign
A lead nurturing email campaign is an automated, personalized, email campaign that marketers use to take users on a journey that may impact their buying behavior.
In other words, lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.
Lead nurturing emails consist of a tightly connected series of emails containing useful, targeted content. Lead nurturing helps you to identify a particular group of contacts that you already know are interested in a specific topic, and you can follow up with more relevant and targeted content that makes them more likely to continue their relationship with you.
Promotional emails are a multifaceted beast. These types of emails can also serve to inform your customer about what’s happening within your organization. You can even send out these emails using an automated system, cutting down on time and labor needs.
Be sure to create different types of promotional nurturing emails to suit the needs of your users based on where they are in the marketing funnel. This ensures you’re providing directly useful content to all prospects, at the right stage of their buying journey. The main purpose is to guide them through the sales cycle in order to move them down the funnel and, ultimately, convert them into loyal customers.
5 steps to ensure you that can generate more customers through a lead nurturing campaign.
1. Define Your Audience and Segment
In order to set up a lead nurturing email campaign, you first need to know who needs nurturing. Once you’ve defined your ideal customer types, you should then segment them before you start creating campaigns.
2. Offer Something of Value First, Not a Sales Pitch
Remember, just because someone converts on your page doesn’t mean you should jump straight into sending them an email about requesting a quote or a demo. You need to nurture them through the sales funnel first to make them readier to buy. So Instead of pitching your product as the greatest thing ever, you should first offer value. For example webinars, e-books etc.
3. Set Objectives and Goals for Each Email
Now you know you should be sending content first, not sales quotes. But how do you know what type of content to send? And what should that content’s purpose be? You should be picking offers that will appeal to your chosen audience segment with the intention of moving them further down the sales funnel and closer to the customer stage.
4. Set Up a Timeline for Your Emails
Your business has a typical sales cycle, and so should your lead nurturing campaigns. Typically, it’s a good idea to send 2 to 3 emails to your prospects in a lead nurturing campaign. With lead nurturing, patience is a virtue. It’s important to remember not to rush into the sale. Instead, let it take its natural course.
5. Evaluate Your Success, and Optimize.
Make sure to experiment with the offers you send, the subject lines, and the calls-to-actions found within the email. There’s always room to improve your campaign. Make sure you take advantage of testing and experimentation to better nurture your leads.
Lead nurturing can be ineffective if done incorrectly, but if you put the time into your campaigns and follow these steps, you’ll be more likely to drive more lead-to-customer conversions for your business!